Native advertising : attitudes, value and purchase intention

textNative-form advertising in the digital space can most easily be defined as promotional content constructed to mimic the form and structure of the website that it is embedded on. With the rise of user generated content and social media, digital native advertising is fast becoming a popular promotional tactic for brands looking to engage with an online audience. This study examines whether this form of advertising significantly impacts consumer attitudes towards the ad, value of the ad and purchase intention of the promoted product across three product categories. Although not significant, results suggest that native advertising positively impacts entertainment- and lifestyle-based products, while information-based service industries, including cyber security, saw a negative reaction from respondents. That said, product category did influence attitude toward the ad and ad value regardless of the ad type. Moreover, a strong positive correlation between product involvement and purchase intention was found, indicating the need to target specific audiences with online native advertising.Advertisin

A comparison of three interactive television AD formats

This study explores the effects of interacting with three current interactive television (iTV) ad formats, using an Australian audience panel. Interaction with iTV ads has positive effects on awareness and net positive thoughts, which increase purchase intentions compared with the influence of regular ads. The telescopic format represents the best format, likely because it makes the most of the entertaining possibilities of iTV by offering additional long-form video; its superior performance cannot be explained readily by self-selection effects. The results suggest that the effectiveness of iTV ads should be measured by their interaction rate rather than the much smaller response rate, and iTV advertisers should consider ways to maximize interaction and response rates

Digital Food Marketing to Children and Adolescents: Problematic Practices and Policy Interventions

Examines trends in digital marketing to youth that uses "immersive" techniques, social media, behavioral profiling, location targeting and mobile marketing, and neuroscience methods. Recommends principles for regulating inappropriate advertising to youth

Audience Responses to Gender Stereotypes in Advertising

Advertising has demonstrated linguistic, contextual, and sexual gender stereotypes since its inception; it seems poised to continue doing so as advertising’s presence in society proliferates. Upon analyzing these stereotypes, examples can be found throughout media, especially in television. All this begs the question: Are these stereotypes actually effective at selling products or services to their intended audience? Do men react positively to stereotypes of men or women; and vice versa, how do women react? If gender stereotypes are employed in advertising purely through force of habit and not evidenced prudence, then the advertising landscape stands to gain immensely from taking a more progressive view; otherwise, stereotypical advertising is defensible if only from a financial perspective

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research

Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices that Mask Marketing Messages

Masked marketing—one form of covert marketing—involves marketing communications that appear to be from independent third parties rather than from product marketers. This article presents a typology of masked marketing practices, illustrating whether they may be deceptive to consumers. To accomplish this, the authors apply the Federal Trade Commission’s three-part definition of deception (i.e., misleadingness, reasonable consumer, and materiality) in the evaluation of such practices. The article concludes with policy recommendations including areas for further research

The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy

The purpose of this first chapter of the handbook is to discuss how the findings and approaches offered by the marketing discipline are used in consumer protection policy

The effects of native advertising on audience perceptions of legacy and online news publishers

Extending research from Wojdynski and Evans, this experimental study replicates the challenges of effectively disclosing native advertising to readers and demonstrates a promising inoculation method that increases likelihood of recognition. Moreover, this quantitative research indicates that both legacy and online news publishers were evaluated less favorably for displaying native advertising. Attitudes toward the publisher and perceptions of its credibility declined for both, although online publishers suffered greater attitudinal damage than did legacy publishers who may benefit from their established reputation